Feira Vegana de Porto Alegre
Tools: WordPress, Figma, Photoshop, BlueWillow
Overview
“Feira Vegana” is a monthly fair that that advocates for the vegan lifestyle in Porto Alegre, one of the largest cities in southern Brazil. The event has been taking place since 2014 and has a steadily expanding audience with each passing year, being the biggest vegan event in the southern region of the country.
As an enthusiast of the vegan movement, I partenered with the organization to create their first website.
Problem
Until then, they had only relied on social media profiles to promote the event and attract new exhibitors. Apart from being a restrict way to reach their audience, anyone interested in learning more about the event would have to invest time to navigate through numerous posts and various profiles of each participant.
Opportunity
Being part of the audience myself and having the skills to contribute to the event, I collaborated with Feira Vegana to develop a intuitive website where attendees could find all the information they need about the event, enhancing their experience and expanding outreach to a wider audience.
Research
User research
The main source of data for understanding the users was the Feira’s Instagram profile, that had over 17k followers at the starting point of the project. The information that was extracted from the profile showed that the audience was predominantly female, from the city of Porto Alegre and aged between 25-44.
Interviews and ongoing communication with the organizational team during the process helped to validate the data, and their nine years of experience with the event proved to be an important source of information.
Market research
The goal was to identify the primary content types and structures found on analogous pages (such as other events and vegan fairs in various countries). This was aimed at gaining a clearer comprehension of how and what to showcase on Feira Vegana’s website.
Visual Concept
“What if the future was… literally vegan?
The images for the website were created with BlueWillow, an AI generative tool for images. They were based on the following concept: “What if the future is literally vegan…like, literally?”
This reflexion was the starting point for writing the prompts that were used on BlueWillow and, after extensive testing with adjecives and parameters, I achieved the results was I was looking for.
Mobile-first
Based on research about the target audience, it was expected that the main device used to access the website would be mobile devices. The data were a important factor that made the project follow a mobile-first approach.
And this assumption was proven correct: the first month of colected data showed that 84% of user accessed the website using phones or other mobile devices.
To deliver the best experience, the website was optimized for mobile performance and many decisions regarding its interface were made with the mobile experience in mind, like centering the buttons on the lower half of the screen for easy access with thumbs.
